by Morten Pedersen on Dec 23, 12:00 PM
Bill Bernbach famously said, “It may well be that creativity is the last unfair advantage we’re legally allowed to take over our competitors.” He was right, of course, but Bernbach might have been surprised to see how quickly creativity gave way to something else entirely. Today, the advertising industry – long celebrated for its capacity to enchant, surprise, and persuade – finds itself locked in a numbers game. And it’s a game it's at risk of losing. In a
previous column, I explored how advertising has swung between its poles of “dust” and “magic” – from functional …